Advertising plan for Seoul (Incheon) Airport in South Korea
1. Core positioning of the plan
Targeting global high-end travelers, we aim to craft a comprehensive, high-visibility, and highly creative brand showcase solution that spans the entire journey from arrival to departure, encompassing check-in, security check, duty-free shopping, waiting, and boarding. The primary medium will be top-tier digital media, supplemented by static media, to precisely reach business professionals, high-spending travelers, and international tourists (with a projected passenger flow of 74.07 million in 2025), thereby strengthening our brand image and conversion rates.
Program objectives
Brand level: Enhance international recognition and high-end image, shaping a global brand image
Reach layer: The average daily exposure of core locations is ≥150,000 person-times, covering 90%+ of the target customer base
Transformation layer: Combine the scenarios of duty-free area and arrival area to directly drive consumption/service consultation
Communication layer: Creative content triggers social sharing, enabling secondary dissemination both offline and online
II. Core Advertising Locations Combination at Seoul Airport in South Korea (By Budget/Target)
1. Top-tier image version (budget ≥ 1.2 million yuan/month, preferred for brand image)
Key points
Incheon International Airport Terminal 1 Twin Tower:
landmark on the departure level, featuring four giant LED displays (37m×5m each), offering 360° visibility, with an average daily reach of over 200,000 people, suitable for brand campaigns and naked-eye 3D
Incheon Airport T1 Central Panoramic Screen Advertisement:
Millennium Hall, a 17m×23m ultra-large 8K screen, located at the visual center of the terminal, ideal for showcasing high-end luxury and technology brand images
Incheon International Airport T2 Duty Free Zone giant screen advertisement:
11.7m×6.8m, hanging high above the duty-free shops, adjacent to the luxury goods area, directly influencing shopping decisions
Advantages:
Maximal visual impact, a must-see for global travelers, shaping a top-tier brand quality
2. High-Efficiency Conversion Version of Incheon Airport Advertising (Budget: 800,000-1,000,000 / Month, Preferred for Sales/Service)
Key points
Incheon Airport T1/T2 Baggage Hall Surrounding LED:
46 screens (T1) / 40 screens (T2) above the carousel. Passengers stay for 3-10 minutes, with high concentration of attention, suitable for telecom cards, car rental, hotels, and local services
Media wall at arrival channel of Seoul Airport T2, South Korea:
4 linked LED displays (7.3m×0.7m), serving as the first visual touchpoint upon entry, suitable for welcome and localized service advertisements
Combined screens in the duty-free area after security check: multiple screens ranging from 3.6m×6.8m to 11.7m×6.8m, broadcasting together, covering beauty and makeup, alcohol, and luxury goods consumer groups
Advantages: precise scene targeting, long dwell time, high conversion rate, and better cost-effectiveness compared to core large screens
3. Incheon Airport Advertising Precision Targeting Plan (Budget: 400,000-600,000/month, Preferred for Segmented Markets)
Targeting Chinese tourists (mainstream demand)
T1 Welcome Bridge large screen: located near Gates 5/10 on the 1st floor of the arrival hall, featuring fully Chinese advertisements that directly address language barriers (refer to the Didi case study)
Check-in area lightbox / LED: Asiana / Korean Air check-in area, serving passengers on Chinese flights
Targeting business customers
LED around the business lounge: near Gate 28 (adjacent to the KAL lounge), targeting corporate executives and business people
Incheon Airport T2 Departure Area Landside LED:
3m×6m, covering pre-check-in passengers, including send-off personnel, with an average daily reach of 180,000+
4. Basic coverage version (budget ≤ 300000/month, preferred for beginners)
T1/T2 boarding gate/corridor light box: static high-definition light box, widely distributed, low price, continuous exposure
Handcart/charging screen advertisement: mobile+scene exposure, covering waiting and waiting periods
AREX airport railway advertisement: carriage lightboxes, platform screens, connecting the airport with Seoul city center
3、 Creative Content Strategy (Scenario based)
1. Digital large screen (15s/30s video)
Image category: High quality 4K/8K video, minimalist design, strong visual impact, suitable for silent playback (airport mute)
Conversion category: Clear selling points+multiple languages (Korean/English/Chinese), tax-free zone with "tax-free exclusive" and "limited time discounts"
Chinese tourist targeting: Full Chinese text, targeting pain points (such as "Free WiFi Guide", "24-hour SIM Card", "Transportation Guide"), strengthening the sense of belonging
2. Static media (lightboxes/posters)
Visual: Large font, high contrast, prominent main visual, captures attention within 3 seconds
Information: 1 core selling point+brand logo+QR code (guide online/duty-free shop)
3. Innovative creativity (bonus points)
Naked Eye 3D: T1 Twin Towers, T2 Giant Screen Adaptation, Triggering Punching Spread
Interactive screen: waiting area/duty-free area, touch interaction, AR makeup/test drive, enhance participation
Package linkage: core large screen+duty-free zone pop-up store+offline activities, full chain marketing
4、 Implementation Rules for Advertising
1. Placement cycle
Standard: Starting from 4 weeks/month (core locations), short-term (1-2 weeks) only supports non core locations
Peak season: June to August, December to January of the following year, Spring Festival/Mid Autumn Festival, reservations must be made 2-3 months in advance
2. Language standards
General: Korean+English (mandatory)
Chinese market: Chinese+English (can be fully in Chinese, refer to Didi case)
High end brand: pure English/Korean, minimalist design
3. Material specifications
Video: MP4/AVI, 4K/8K, 15s/30s, silent (without voiceover/sound effects)
Image: PNG/JPEG, resolution ≥ 300DPI, compatible with screen size (such as T1 Twin Towers 7830 × 2430 pixels)
4. Reference price (2026, RMB/month)
5、 Budget allocation proposal (total budget of 1.4 million/month)
Core media (60%): T2 tax-free giant screen+luggage hall LED
Auxiliary media (25%): Arrival channel wall+check-in area lightbox
Creative production (10%): video shooting+post production+interactive design
Reserve fund (5%): peak season price adjustment, material adjustment
6、 Effect evaluation
Exposure: Airport official data+third-party monitoring, daily exposure and reach person times
Interaction volume: participation times on the interactive screen, QR code scanning volume
Conversion volume: online consultation, duty-free shop verification, offline in store volume
Social volume: social media check-in, topic mentions
7、 Collaboration Process
Requirement confirmation: target customer group, budget, cycle, core demands
Point selection: Recommend 3 sets of combination schemes and confirm the final point selection
Material production: Provide materials according to specifications, review and modify them
Launch: Confirm the schedule and release on time
Effect report: Provide data report during/after the placement
Wanshicheng Media Overseas Advertising Company, Korean Airport Advertising, Seoul Incheon Airport Advertising Price Discount Plan Please consult us for more information（ wsc@deyicc.com ）We are happy to serve you.